The B2B customer has changed.
Whether they buy software or a new desk, for themselves or their business, they don’t do it the same as five or ten years ago. Some people might even say they’re not doing it the same way as a year ago, which is exciting but also scary if you’re on the sales end. People are constantly evolving the way they execute purchases.
Forward-thinking organizations continually adjust to this. That’s what happened with the inbound movement, where thought leaders like Hubspot said that we should stop cold calling, be thought leaders, and people will come to us. The same adjustment is necessary in all B2B sales.